for
A Social Media Strategy
FOLIA WATER
When it comesto social
media strategy...
Why dowe need a social
media strategy?
There’s no fool-proof template, no silverbullet.
BUT,there is a linear path we can follow to increase
our chances of social media marketingsuccess.
Done well, a social mediastrategy:
• Helps brands understand and produce the kind of
content their audiencesneed
• Allows organisations to develop realistic, sustainable and
measurable publishing plans that keep their content on
track in the longterm
• Cuts costs by reducing redundant or extraneous publishing
efforts, while increasing effectiveness of existing assets
• Aligns communication across channels so that web
content, print collateral, social media conversations and
internal knowledge management are working towards
the same goals (in channel-appropriateways).
Erin Kissane, The Elements of ContentStrategy
01
Objective
What we want to achieve
through the different
communication activities that
we would conduct on different
social media.
02
Audience
Which specific geographic,
demographic, psychographic
and/or behavioral audience
we would speaking to.
03
Content Approach
What our contents will be
about and why; which among
the different content types
would we focus on and the
rationales for it.
04
Platforms & Channels
Among the different social
media tools and channels,
which ones would be the
most relevant & effective.
05
Amplification
How would we go about
optimizing our contents and
achieving the best possible
results through them.
06
Reporting & Analysis
Identifying Key KPIs and a plan
for how these metrics will be
understood, tracked and
analyzed in the context of this
strategy.
Roadmap for this presentation
OBJECTIVE
AUDIENCE
AMPLIFICATION
REPORTING & ANALYSIS
PLATFORMS & CHANNELS
CONTENT APPROACH
CONTENT APPROACH
Business Goal 1: Business Goal 2: Business Goal 3: Business Goal 4:
Business goals
Raising funds and grants
Attract potential partners
(for distribution)
Generate sales
(in pilot areas)
Inspire policy-makers &
influence groups
CONTENT APPROACH
Business Goal 1: Business Goal 2: Business Goal 3: Business Goal 4:
Business goals
Raising funds and grants
Attract potential partners
(for distribution)
Generate sales
(in pilot areas)
Inspire policy-makers &
influence groups
MarketingObjective
Aware and engage
donors, investors, NGOs
and governments.
MarketingObjective
Aware and engage local/
regional businesses with
the required distribution
network and persona.
Marketing Objective
Generate awareness,
create partnerships and
design engagements
around the social aspect
of the business.
MarketingObjective
Generate awareness
within a specific
geographic location.
OBJECTIVE
AUDIENCE
AMPLIFICATION
REPORTING & ANALYSIS
PLATFORMS & CHANNELS
CONTENT APPROACH
OBJECTIVE
AUDIENCE
CONTENT APPROACH
PLATFORMS & CHANNELS
AMPLIFICATION
REPORTING & ANALYSIS
AUDIENCE 1:
Donors, Investors, NGOs and
Governments
Description
Organizations and bodies that have a direct or indirect interest
towards clean-water related businesses, initiatives and innovations
fall under this.
Digital Tools & Channels
• Website
• Twitter
• LinkedIn
• YouTube
• Newsletter
• Facebook
OBJECTIVE
AUDIENCE
CONTENT APPROACH
PLATFORMS & CHANNELS
AMPLIFICATION
REPORTING & ANALYSIS
AUDIENCE 2:
Regional Businesses with a
Robust Distribution Network
Description
Big local businesses that have widespread distribution networks and
a motto aligned to the social cause of Folia Water would qualify for
this. In the current context, the region would be Bangladesh and
potential partners Bashundhara, SMC, etc.
Digital Tools & Channels
• Website
• Facebook
• YouTube
• Newsletter
• LinkedIn
(Twitter and LinkedIn have a very minimal user following in
Bangladesh.)
OBJECTIVE
AUDIENCE
CONTENT APPROACH
PLATFORMS & CHANNELS
AMPLIFICATION
REPORTING & ANALYSIS
AUDIENCE 3:
Policy-makers and Influence
Groups
Description
The likes of senior govt. & NGO officials, ministers, secretaries,
journalists, activists and bloggers fall under this category.
Digital Tools & Channels
• Website
• Twitter
• Facebook
• LinkedIn
• YouTube
• Newsletter
OBJECTIVE
AUDIENCE
CONTENT APPROACH
PLATFORMS & CHANNELS
AMPLIFICATION
REPORTING & ANALYSIS
AUDIENCE 4:
People from Specific
Geographic Regions
Description
In the current context this group would mean a specific city/semi-
urban location where the city-scale and retail pilots are to take
place.
Digital Tools & Channels
• Facebook
• YouTube
OBJECTIVE
AUDIENCE
AMPLIFICATION
REPORTING & ANALYSIS
PLATFORMS & CHANNELS
CONTENT APPROACH
01 02 03 04 05 06
Website Facebook Twitter Linkedin YouTube Newsletter
Promotional Tools for Each Channel
01 02 03 04 05 06
Website Facebook Twitter Linkedin YouTube Newsletter
• Targeted Content
• Search Engine
Optimized
• Keyword-rich Blog
• Awareness ads
• Ads to drive traffic
• Ads to create
engagement
• Ads for video views
• Ads for lead generation
• Ads for site traffic
• Ads for conversion
• Tweet engagement
• Awareness
• Video promotion
• Website clicks or
conversion
• Pre-roll video views
• Increase followers
• App install/use
• Sponsored content
• Sponsored InMail
• Text-ads (PPC)
• Display ads
• Video ads
• Create database
• Send monthly
newsletters
Targeting Options for Each Channel
01 02 03 04 05 06
Website Facebook Twitter Linkedin YouTube Newsletter
• Manual targeted
content
• Location targeting
• Demographic targeting
• Interest targeting
• Behavior targeting
• Connection targeting
• Age/gender targeting
• @username targeting
• Custom targeting
(website visitors, CRM
data, etc.)
• Event targeting
• Conversation
targeting
• Contact targeting
• Website re-targeting
• Professional targeting
(Job title, company,
industry, etc.)
• Demographic targeting
• Interest targeting
• Video re-marketing
• Topic targeting
• Keyword targeting
• Develop targeted
content
01 02 03 04
Donors, Investors,
NGOs and
Governments
Regional Businesses
with a Robust
Distribution Network
Policy-
makers and
Influence Groups
People from Specific
Geographic Regions
Keyword-rich targeted website content
Facebook ads to create engagement
Facebook ads for site traffic
Facebook awareness ads through location targeting
Twitter event targeted ads
Twitter username targeted ads
LinkedIn InMail ads
LinkedIn Professional targeted ads
YouTube interest targeted video ads
YouTube location targeted video ads
Create database for email marketing
Develop and send newsletter
How Each Tool Contributes in Reaching Objectives
OBJECTIVE
AUDIENCE
AMPLIFICATION
REPORTING & ANALYSIS
PLATFORMS & CHANNELS
CONTENT APPROACH
REPORTING & ANALYSIS
Ja
n
Feb Mar Apr Oct Nov DecMay Jun July Aug Sep
HUB CONTENT
Regularly scheduled content
around audience passions.
HYGIENE CONTENT
Always-on content optimised to audience intent and interests.
HERO CONTENT
Large-scale, tent-pole events or
programs that drive awareness at scale.
HUB CONTENT
Regularly scheduled content
around audience passions.
3 Content Types by Google
Contents aligned with calendar year events and significant happenings.
REPORTING & ANALYSIS
Ja
n
Feb Mar Apr Oct Nov DecMay Jun July Aug Sep
HUB CONTENT
1. Water art
2. Customer testimonial
3. Award & conference news
HYGIENE CONTENT
1. How to use 2. Where to find 3. Water crisis facts 4. Other water solutions
HERO CONTENT
1. ‘Drinkable Book’ in Feb’20 Book Fair
2. Top cafe serves folia filtered water
HUB CONTENT
4. Social business inpirations
5. Water in popular culture
6. Success & landmarks of FW
3 Content Types by Google
Contents aligned with calendar year events and significant happenings.
HUB CONTENT
1. Water art
2. Customer testimonial
3. Award & conference news
HYGIENE CONTENT
1. How to use 2. Where to find 3. Water crisis facts 4. Other water solutions
HERO CONTENT
1. ‘Drinkable Book’ in Feb’20 Book Fair
2. Top cafe serves folia filtered water
HUB CONTENT
4. Social business inpirations
5. Water in popular culture
6. Success & landmarks of FW
Content Pillars
OBJECTIVE
AUDIENCE
AMPLIFICATION
REPORTING & ANALYSIS
PLATFORMS & CHANNELS
CONTENT APPROACH
Unpaid Amplification
Time of posting
For Bangladesh, the best time to post on Facebook is between 12pm and
3pm Monday, Wednesday, Thursday, and Friday. And on the weekends
from 12pm to 1pm.
Content type
Video on FB pages increase end-user engagement by 33%.
Smart social button on website
Smart social buttons on website increase engagement and awareness.
Paid Amplification
Influencer endorsement
Influencer endorsement is one of the most effective paid amplification
tools. This often leads to significantly more visibility and engagement.
Native advertising
Native advertising contents usually have a lot more engagement and
CTR than usual ads.
Hosting events & contests
Hosting events and contests can engage a large number of people and
generate widespread awareness.
OBJECTIVE
AUDIENCE
AMPLIFICATION
REPORTING & ANALYSIS
PLATFORMS & CHANNELS
CONTENT APPROACH
KPI
Measuring Success for Each Tool
Keyword-rich targeted website content
Facebook ads to create engagement
Facebook ads for site traffic
Facebook awareness ads through location targeting
Twitter event targeted ads
Twitter username targeted ads
LinkedIn InMail ads
LinkedIn Professional targeted ads
YouTube interest targeted video ads
YouTube location targeted video ads
Create database for email marketing
Develop and send newsletter
Traffic
Number of reaction, share, comment
Click-through rate (CTR)
Growth rate & Engagement
Number of unique users
View
Number of qualified entries
Publish 1 per month
Impressions
Impressions
Reach
Reach